1. How to set media objective , strategies and recommendation
AD 3102 Advertising Media Planning

2. Understand marketing objective
Crack The brief
Understand marketing objective

3. Marketing Objective
Create 80% Brand awareness of Sony Tablet to target prospect , especially younger adult target and lead to be the top of mind awareness for total Sony Brand
Double sale volume on first 3 months from 5% to 10 % and keep growth percentage until end of the year 15%
Achieved 100,000 member for my sony card ( loyalty program ) in 6 month

4. Crake The brief Expect 80 % awareness
set Reach should be higher than awareness …….
LAUNCH reach should be higher than expect awareness ….
Study competitor on launch weight
Sumsung launch 85/1+ 65/ GRP’s
iPad launch 85/1+ 55/ GRPS
Study our brand reach curve
If consider 85 % 1+ 54/3+ = 900 GRP’s
If consider GRPs 1000 = 87/1+ 58/3+
If consider GRP’s 1200 = 88/1+ 67/3+
Launch TIPS
3+ should not lower 50%

5. Crake The brief Expect 80 % awareness
set Reach should be higher than awareness …….
LAUNCH reach should be higher than expect awareness ….
Study competitor on launch weight
Sumsung launch 85/1+ 65/ GRP’s
iPad launch 85/1+ 55/ GRPS
Study our brand reach curve
If consider 85 % 1+ 54/3+ = 900 GRP’s
If consider GRPs 1000 = 87/1+ 58/3+
If consider GRP’s 1200 = 88/1+ 67/3+
Launch TIPS
3+ should not lower 50%

6. Crake The brief Expect 80 % awareness
set Reach should be higher than awareness …….
LAUNCH reach should be higher than expect awareness ….
3 + require
launch should not lower than 50 %
Sustain if 3 + could reach 50 % …. PERFECT
1+ could not lower than 50 %

7. CRACK The Brief Launch Sustain GRP’s 1100 800 R1+ 88 82 R3+ 63 50
Frequency
12.5
9.8
Budget
24,000,000
16,000,000
CPRP 30 sec
20,000

8. Media Objective
Achieved at 88 % of reach 1+ and 63% of ER/EF 3+ performance on every launching new TVCs .
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9. Crake The brief Double sale volume on first 3 months
continue media on first 3 months ….. Launch + sustain , or only launch weight
need heavy media support

10. Media Objective
Achieved at 88 % of reach 1+ and 67% of ER/EF 3+ performance on every launching new TVCs to achieve awareness at least 80 % .
Heavy and continuous media pattern on first 3 months to increase sale volume double to 10 %.
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11. Crake The brief
Achieved 100,000 member for my sony card ( loyalty program ) in 6 month
what’s period of 6 months ??
What’s media could clarify more benefit ? And repeat message for remember

12. Media Objective
Achieved at 88 % of reach 1+ and 67% of ER/EF 3+ performance on every launching new TVCs to achieve awareness at least 80 % .
Heavy and continuous media pattern on first 3 months to increase sale volume double to 10 %.
Utilize media mix to communicate benefit message for gain 100,000 membership within 6 months period .

13. Objective VS Strategies
A statement of the task(s) one wishes to accomplish.
A series of actions selected from several possible alternatives to best achieve the objectives.

14. Media Objective Vs Media Strategies
Achieved at 88 % of reach 1+ and 67% of ER/EF 3+ performance on every launching new TVCs to achieve awareness at least 80 % .
Keep TV as main medium to gain high reach performance
Heavy and continuous media pattern on first 3 months to increase sale volume double to 10 %.
Not over utilize TV as main medium , but also focus on newspaper as key supported medium to build sale volume especially first 3 months .
Utilize media mix to communicate benefit message for gain 100,000 membership within 6 months period .
Mix balance between Radio and magazine to motivate prospect interest about benefit message .

15. Media strategies
Keep TV as main medium to gain high reach performance for complete achieve high awareness .
Focus on newspaper as key supported medium to build sale volume especially first 3 months .
Mix balance between Radio and magazine with proper budget allocation to build loyalty with prospect target

16. How to write recommendation

17. Report example – READ before starting
This is just example for key topic that need to be in media recommendation proposal
Need you add more information as you put in to support your plan especially target analysis , need to share information from your research to support
Detail of strategies and execution , need more example such as name of program or other detail that help your plan complete and different from your friend proposal

18. MUJI Media recommendation
SAVE THE EARTH CAMPAIGN

19. Marketing Background
Maintain concept “ Lower priced for a reason” and expand their concept out of Japan .
Muji brand character including
selection of materials – tasty and healthy food ,comfortable clothing , easy to use household product .
Streamlining process - carefully manufactured , true quality , reduce cost .
Simplification of packaging – nature color and shapes , plain uniform

20. Global Warming Concept
Main concept “ MUJI SAVE THE EARTH”
Recycled material are used for all stationary product .
Vinyl chloride not use
Wood pulp from illegal felling not use
Expendables are sold separately for replacement or refill

21. Marketing Objective
Create 80 % awareness of Muji Brand to target prospect ( teen and adult )
Gain market share in 50 % in first 4 months and achieve 70 % in first 6 months

22. Key Marketing Activities
Big launch main concept “ Save Our Earth “ and maintain throughout the year .
Promote limited edition “ Stationary & Men – Woman fashion by base on concept “ Muji Save our earth “
Expand shop both in BKK and Key provinces in Thailand – total 8 stores in Year xxx
Create design contest to encourage key concept of Muji “ easy and simplified to use “

23. Target Audience Male & Female Age 15 -29 are priority target prospect
Over 29 years old are secondary target
Middle / Upper Income group
Live in BKK and key provinces – Chiengmai / Hat yai / Phuket and Udontanee
Physiographic :
aware in topic “ global warming “
No concern about branding
Easy Easy concept
Love in nature ,

24. Media Objective
Gain media coverage 90% of reach 1+ within first 4 month or coverage more than 50 % of reach 3+ in order to create brand awareness and register Muji brand in mind
Consider “ Mix Media “ to stimulate multi target prospect interest and run throughout the year.

25. Media Strategies
Consider TV is the main medium to gain highest media coverage 90 % in reach 1+
Utilize media base on activities
Newspaper and magazine for promoting product
Radio for stimulate and inform branding news
TV for expand corporate concept .

26. Media Execution TV
Launch level with 87 % reach 1+ and 56 % reach 3+ to complete key competitor.
Sara ever launch with 86 % reach 1+ in Y2008
Maintain level with 60 % reach 1+ throughout campaign
Flighting pattern was preferred , key period are 1st quarter of launching campaign and 3rd -4th quarter for support grand opening shop around Thailand .

27. Media Execution TV
Focus 60 % on Primetime ( ) , 20% for late night program , 10 % for morning program and 10 % for daytime program
Drama , variety and sport program to be main program to consider
70 % on weekday and 30 % on weekend program

28. Media Execution Newspaper
Select popular daily newspaper to coverage main concept
Thairath with FP /FC , JP/FC and rotate size to Strip ad for creating more frequency .
Consider English and business newspaper to selective target for limited edition product and launcing main concept
Bangkok Post and the nation for Upper adult target
Krungthep Turakij for Middle / Upper working adult

29. Media Execution Newspaper
Not only Bangkok coverage , expand to Urban area with
Kom chad luke and kao sod special package
Buy 2 get 2 free ( Kao sod )
Buy 3 get 1 free ( Kom Chad Luk )
Continuety patter n served for Thairath and flighting pattern was consider for other newspape r to support key activities .

30. Media Execution
Radio
Green Wave FM to be main station to promote “ MUJI SAVE THE EARTH “ by linkage with main concept of station .
To announce public about new store around Bangkok by rotate and alternate 2 period by
FM Virgin soft and FM 94.0 EFM
FM FAT radio and FM 95.5 Virgin Hit
Flighting pattern are focused for support grand opening period and key activites
Design contest and Fashion show out door acitvities

31. Media Execution Magazine
Focus woman / Men and teen magazine to coverage multi target “ Teen and adult “ target
Praew and Elle to be key woman magazine to promote Limited edition product on 2nd quarter campaign .
Support grand opening by create advertorial ad. In woman magazine to promote new shop , new product and new fashion with in woman and teen magazine
Consider GM and FHM to support only men fashion announce.
Continuety planning are focus for magazine .

32. Budget Allocation TV main medium focus on 68 %
Supporting medium are 32 % and split by
Newspaper 17 %
Radio 11 %
Magazine 4 %